Forta Beauty entered the scene with a question the industry hadn’t answered: Why isn’t there makeup made for women who sweat?

Founded by a professional basketball player who was tired of watching her setting spray disappear halfway through practice, Forta was built for the modern woman who moves—whether on the court, chasing kids, or juggling meetings and workouts. She wants something that stays on without looking overdone.

We partnered with the Forta team to position their first product—a sweat- and water-resistant setting spray—as the go-to for active, low-maintenance beauty. Not “Instagram glam.” Not full-coverage contour. Just effective, breathable, real-life wear.

The brand name, Forta, speaks to inner strength and outer ease. In our creative direction, we leaned into a visual metaphor: **frosted glass and soft condensation as a nod to effort and heat—**the kind of glow Forta is made to outlast.

Across strategy, brand identity, and campaign creative, we brought forward a vision of movement without compromise. Imagery features real women mid-motion: flushed cheeks, dewy brows, hair slicked back—not edited, just unstoppable.

The result is a brand that looks natural, feels strong, and doesn’t sweat the small stuff.

Forta isn’t just filling a gap—it’s setting a new standard for beauty that moves with you.